Tealium + UserTesting

Tealium turned to UserTesting to run a multi-phase research initiative, combining qualitative feedback with measurable performance benchmarks. The team began by evaluating two new prototype menus—an accordion-style layout and a flyout-style version—against the current production UI using moderated and unmoderated tests. Through UserTesting’s “Think Out Loud” method, they observed how real users interacted with each version and captured their emotional reactions in real time.

Findability was measured based on success, friction, and failure rates. While the flyout design reduced some confusion, the accordion version ultimately performed best, showing an 8% increase in task success and a 14% reduction in failure rates over the production UI.

To evaluate visual perception, Tealium used UserTesting’s Balanced Comparison Test to gather feedback on aesthetics. Participants overwhelmingly favored the new designs, calling them more modern, clean, and professional. The refreshed look outperformed the existing interface across all key perception metrics: 19% more inspiring, 10% more clean, and 17% less boring.

From there, the team shifted focus to overhauling the product’s information architecture. Using card sorting and tree testing, they gathered feedback from both internal experts and external audiences. Initial success rates were just 8%, but through iterative testing, improved taxonomy, and design refinements, Tealium lifted that to 29% success with 48% first-click accuracy, a 56% and 88% improvement over their starting benchmark.

Finally, to validate the experience with real users in context, the team embedded their tree tests directly inside the live product. Customer testing showed a 63% task success rate and a 76% first-click success rate, exceeding industry benchmarks and validating that users could now navigate the platform with greater ease and confidence.

Tealium’s investment in insight-led design has delivered measurable improvements in usability, brand perception, and research maturity:

• 63% task success rate and 76% first-click accuracy for the new in-product navigation
• 29% success rate and 48% first-click accuracy in tree testing—up from 8% and 15%
• Visual design rated as 10% more clean, 19% more inspiring, and 17% less boring than before
• Qualitative feedback from customers and internal stakeholders validated the improvements and surfaced new opportunities for product innovation

Beyond specific metrics, the initiative helped reposition UX as a strategic function within Tealium. “This was just the start,” said Pham. “Now we’re building toward personalized logins, AI-powered workflows, and a more intuitive product experience overall.” With UserTesting, Tealium didn’t just redesign a menu, they realigned their platform with the needs of users, validated every step with real feedback, and laid the foundation for scalable, user-centered growth.